The need for affiliation

The need for affiliation

Desire to associate with other people

“Zilstein’s Shock Shop” experiment

We desire to be in the company of people in similar circumstances

“misery loves company”

Social Comparison Theory

We gather in groups to compare actions, feelings, opinions and abilities

Downward comparison

Contrasting yourself to a person of lower ability

Upward comparison

Contrasting yourself to a person of greater ability

Social Exchange Theory

Subjective cost-benefit analysis of friendship and the comparison of alternatives